Richard Shotton has a new book, The Illusion of Choice, psychological biases that influence what we buy, a follow up to the bestselling The Choice Factory from 2019.
Every day we make hundreds of choices: which shampoo to pick; how much to spend on a bottle of wine; whether to renew a subscription.
These decisions might feel like they’re freely made but psychologists have shown that subtle changes in the way the choices are framed can radically change how we behave.
In The Illusion of Choice, Shotton draws on academic research, advertising campaigns and his own original studies for a practical guide that focuses on the point where marketing meets the mind of the customer.
Shotton: “There are so many psychological biases that shape our choices, it can be hard to know where to start. I want to make it really easy for every marketer to tap into the academic evidence that’s relevant to their work."
The book has been praised by behavioural science practitioners, including Rory Sutherland, vice chairman of Ogilvy: “No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing.”
The book is published this month.
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